In yesterday’s episode, we talked about outward bounds vs. inward values. We’re talking about defining your brand and what you stand for.

It’s really easy to think in limited terms by defining the outward bounds of what our companies are, but if we look inward to our values and what we stand for, you might find that you’re about more than whatever you may be doing now. There could be room to grow and there could be room to scale.

To scale purposefully and to take the greatest advantage of the name you’ve built, you first want to establish what will become your umbrella brand.

That umbrella brand is what will cover other sub-brands that will come later. When you have a really good umbrella brand, there’s a reason you attach weight to it.